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The Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition


Attention: There is an updated edition available for this report.

As their buying power nears $1 trillion, the 46 million Hispanics now living in the United States wield a powerful influence on the American consumer economy. Between 1995 and 2007, expenditures by Hispanic consumer units grew more than twice as fast as expenditures by non-Hispanic consumers.

The impact of Latinos on American society will get even stronger over the coming decades. The 133 million Hispanics expected to be living in the U.S. in 2050 will account for 30% of all Americans. The Latino population alone will be larger than the entire U.S. population was in 1940.

This completely new Packaged Facts report highlights the attitudes and behavior of Hispanic adults across age groups and generations from Gen-Y and Gen-X Latinos through younger and older Boomers. One of the most striking findings of the report is that there are nearly uniform differences between Hispanic and non-Hispanic consumers across all age groups. That is, most of the consumer attitudes and behavior of Gen-Y and Gen-X Hispanics are different from those of their non-Hispanic counterparts, while Latino Boomers think and act differently than non-Hispanic boomers. This suggests that strong cultural ties continue to differentiate Hispanics from non-Hispanics, regardless of age and degree of acculturation.

The first section of the report highlights trends and opportunities shaping the Hispanic market and assesses the buying power of Hispanic consumers. The next section contains chapters on the demographic characteristics of the Hispanic population and the economic status of Latinos today. Other chapters provide an in-depth analysis of immigration and acculturation trends as well as profiles of the seven largest Hispanic national segments. The next chapter analyzes the core values of Hispanics. The next section of the report provides an in-depth analysis of the attitudes and behavior of Hispanic consumers across generational lines. One chapter assesses how Hispanics of different ages manage and spend money. Another chapter highlights the attitudes and behavior of Latino consumers in key areas including fashion and personal care, eating at home and health and wellness. The final chapters of the report offer a detailed analysis of leisure and entertainment patterns and media usage trends.

Read an excerpt from this report below.

Research Methodology

The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition, is based on information collected directly from firms active in the Hispanic market as well as a comprehensive analysis of relevant industry and trade publications. Primary research sources used in the report include the Simmons Market Research Bureau Summer 2008 National Consumer Survey and a survey of 1,000 Hispanic adults conducted by Los Angeles, California-based New American Dimensions (NAD) in January-February 2008. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2008 Current Population Survey. Other U.S. Government sources include the Consumer Expenditures Survey of the Bureau of Labor Statistics and the Office of Immigration Statistics.

About the Author

Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.


Market Insights: A Selection From The Report


Household and Family Income Profile More Favorable

Although lagging in per capita income, the larger-than-average size of Hispanic households and families results in a more favorable profile of household and family income. While the per capita income of Hispanics is lower than that of African Americans, Latinos enjoy higher median household and family incomes than blacks. Although non-Hispanic whites have a per capita income that is twice that of Hispanics, their median household income is only 35% higher. [Table 5-10]

There also are fewer disparities in household and family incomes across national segments. For example, the per capita income of Mexicans is 87% of that of the average Hispanic, but the median income of Mexican households is 95% of the average. [Table 5-11]

Marriage Patterns and Family Structure

Mexican families are larger than the average Hispanic family (4.05 vs. 3.85 people). Mexicans are more likely to be married (50% vs. 48%) and are less likely to be divorced or separated (8% vs. 12%).

Education and Employment

The educational attainment of Mexicans is lower than the average for Hispanics. Only 8% have a bachelor’s degree or more, compared to 12% of Hispanics as a whole. Only 14% are employed in management and professional jobs, compared to 17% of Latinos as a whole.

Economic Profile

Per capita income of Mexicans is lower than average ($13,529 vs. $15,190). Mean earnings of full-time, year-round workers also are lower than average. However, Mexicans account for 57% of all Hispanic buying power. [Table 7-2]

In the News


Hispanics Emerge as Influential Force in U.S. Consumer Economy

New York, February 27, 2009 - The 46 million Hispanics living in the United States wield powerful influence on the American consumer economy, with buying power that totaled more than $980 billion in 2008, according to market research publisher Packaged Facts in the all-new report, The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition.

Packaged Facts has been tracking the U.S. Hispanic market since 1996, and predicts that the buying power of Hispanics will continue to grow at a relatively rapid pace undeterred by the present dreary outlook for consumers as a whole. Ultimately, Latino buying power is projected to reach $1.3 trillion in 2013, with a cumulative growth rate of 31%.

“Latinos will change the profile of American society over the next four decades. The Hispanic population will grow much quicker than other population segments, and Hispanic consumers will represent an increasing percentage of the American consumer base,” says Tatjana Meerman, publisher of Packaged Facts.

Gen-Y Latinos (ages 18-29) and Gen-X Latinos (ages 30-44) are particularly influential, because they control more than 60% of all Hispanic buying power. These young Hispanic adults generate significant consumer spending both for themselves and their families. Consequently, they have a disproportionate impact on a number of industries in the American economy, including entertainment, apparel, and children’s items.

The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition highlights the attitudes and behavior of Hispanic adults ranging from Gen-Y and Gen-X Latinos through younger and older Boomers. Trends, opportunities shaping the Hispanic market, demographic characteristics of the Hispanic population, assessment of Hispanic consumers’ buying power, in-depth analysis of immigration and acculturation trends, and much more are examined in the report. Profiles of seven Hispanic national segments (Mexicans, Puerto Ricans, Cubans, Salvadorans, Dominicans, Guatemalans, and Colombians) are also provided.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.

 

  • Executive Summary
    • Introduction
      • Trends and Opportunities
      • Market Overview
      • Hispanic Population Today
      • Economic Profile of Hispanics
      • Acculturation Trends
      • Profiles of Hispanic National Segments
      • Core Values of Hispanics
      • How Hispanics Manage and Spend Money
      • Highlights of Consumer Behavior
      • How Hispanics Spend Leisure Time
      • Media and Advertising
  • Overview
    • Trends and Opportunities
      • Market Trends
        • Table Hispanic Population as Percent of Total U.S. Population and Population Growth, 2010-2050 (in thousands)
        • Table Aggregate Consumer Expenditures by Hispanics and Non-Hispanics, 1995 vs. 2007 (in billion $)
        • Table Live Births to Hispanics as Percent of Total Number of Live Births, 1990-2006 (in thousands)
        • Table Hispanics as Percent of People under 20 Years by 5-Year Age Group, 1990 vs. 2007 Age Group 2007 1990
        • Table Selected Attitudinal and Behavioral Differences among Hispanics by Level of Acculturation
        • Table Language and Media Usage by Hispanics by Level of Acculturation
      • Market Opportunities
        • Table Selected Opportunities Related to Gen-Y and Gen-X Hispanics
        • Table Selected Opportunities Related to Use of Financial Services by Hispanics (in thousands)
        • Table Selected Opportunities Related to Shopping Patterns of Hispanic Consumers
        • Table Selected Opportunities Related to Purchase of Home Improvements and Home Furnishings by Hispanic Consumers
        • Table Selected Opportunities Related to Purchase of Pharmaceutical Products by Hispanic Consumers
        • Table Selected Opportunities Related to Purchase of Consumer Electronics by Hispanic Consumers
        • Table Selected Opportunities Related to Digital Media and Entertainment Habits of Hispanic Consumers
        • Table Selected Opportunities Related to Apparel and Personal-Care Product Purchases of Hispanic Consumers
    • Market Overview
      • Hispanic Buying Power
        • Table Hispanic Buying Power by National Segment, 2008
        • Table Hispanic Buying Power by Age Group, 2008
        • Table Projected Growth in Hispanic Buying Power, 2008-2013
        • Table Top 25 Hispanic Markets Ranked by Aggregate Income, 2007
        • Table Top 25 Hispanic Markets Ranked by Per Capita Income, 2007
      • Aggregate Spending of Hispanic Consumers
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Food at Home (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel and Services (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Vehicle Purchases and Related Expenses (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Entertainment (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Personal-Care Products and Services, Reading Materials, and Education (in million $)
        • Table Aggregate Annual Expenditures by Hispanic Consumer Units for Health Care (in million $)
  • Demographic Profile
    • The Hispanic Population Today
      • Size and Growth of the Hispanic Population
        • Table Population Growth, Hispanics vs. Other Population Segments, 2000-2007 (in thousands)
        • Table U.S. Population by Race and Hispanic Origin, 2007 (in thousands)
        • Table Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
      • National Origin
        • Table Hispanic Population by Major National Segment, 2007
        • Table Population Growth Rates of Hispanic National Segments, 2000 vs. 2007
      • Geographic Patterns
        • Table States with Largest Hispanic Populations, 2007 (in thousands)
        • Table States with Largest Percentage of Hispanics, 2007
        • Table Metro Areas with Largest Hispanic Populations, 2007 (in thousands)
        • Table Top 20 Hispanic Markets by Top 3 Hispanic Segments, 2007
        • Table Largest Population Centers of Major Hispanic National Segments, 2007 (in thousands)
      • Age and Gender
        • Table Population by Selected Age Group, Hispanics vs. Other Population Groups, 2007
        • Table Median Age of Selected Hispanic National Segments, 2007
        • Table Population by Gender, Hispanics vs. Other Population Groups, 2007
      • Household and Family Structure
        • Table Median Age at First Marriage, Hispanics vs. Others by Gender, 2007
        • Table Marital Status of People 15 Years Old and Over, Hispanics vs. Others, 2007
        • Table Marital Status of Males 15 Years Old and Over, Hispanics vs. Others, 2007
        • Table Marital Status of Females 15 Years Old and Over, Hispanics vs. Others, 2007
        • Table Marital Status of Hispanics 15 Years Old and Over by National Segment, 2007
        • Table Marital Status of Hispanic Men 15 Years Old and Over by National Segment, 2007
        • Table Marital Status of Hispanic Women 15 Years Old and Over by National Segment, 2007
        • Table Household Profile, Hispanics vs. Others, 2007
        • Table Profile of Hispanic Households by Selected National Segment, 2007
        • Table Profile of Hispanic Households by Selected National Segment, 2007
        • Table Average Household and Family Size, Hispanics by National Segment vs. Others, 2007
    • Economic Profile of Hispanics
      • Educational Attainment
        • Table Percent Enrolled in College or Graduate School, Hispanics vs. Others by Gender, 2007
        • Table Educational Attainment of People 25 Years Old and Over, Hispanics vs. Others by Gender, 2007
        • Table Educational Attainment of Hispanics 25 Years Old and Over by National Segment and Gender, 2007
      • Employment Patterns
        • Table Occupations of Men 16 Years Old and Over, Hispanics vs. Others, 2007
        • Table Occupations of Women 16 Years Old and Over, Hispanics vs. Others, 2007
        • Table Occupations of Male Hispanics 16 Years Old and Over by National Segment, 2007
        • Table Occupations of Female Hispanics 16 Years Old and Over by National Segment, 2007
      • Income Levels
        • Table Per Capita Income, Hispanics vs. Others, 2007
        • Table Per Capita Income, Hispanics by National Segment, 2007
        • Table Household and Family Income Levels, Hispanics vs. Others, 2007
        • Table Household and Family Income Levels, Hispanics by National Segment, 2007
        • Table Distribution of Household Income, Hispanics vs. Others, 2007
        • Table Distribution of Family Income, Hispanics vs. Others, 2007
        • Table Distribution of Earnings of Full-Time, Year-Round Male Workers, Hispanics vs. Others, 2007
        • Table Distribution of Earnings of Full-Time, Year-Round Female Workers, Hispanics vs. Others, 2007
        • Table Mean Earnings of Full-Time, Year-Round Male and Female Workers, Hispanics by National Segment, 2007
        • Table Percent Owner-Occupied Housing Units, Hispanics by National Segment, 2007
    • Acculturation Trends
      • Immigration Trends
        • Table Average Annual Number of Hispanics Obtaining Legal Permanent Resident Status, 1980-1989, 1990-1999, 2000-2007
        • Table Hispanics Obtaining Legal Permanent Resident Status by Country of Last Residence, 1980-2007 (in thousands)
        • Table Country of Birth of the Unauthorized Immigrant Population, 2007 vs. 2000 (in thousands)
        • Table Components of Population Increase April 1, 2000-July 1, 2007, Hispanics vs. Others (in thousands)
        • Table Percent of Hispanic Population Foreign-Born by Year of Entry and Age Group (in thousands)
        • Table Percent of Hispanic Males Foreign-Born by Year of Entry and Age Group (in thousands)
        • Table Percent of Hispanic Females Foreign-Born by Year of Entry and Age Group (in thousands)
        • Table Percent of Hispanic Population Foreign-Born by National Segment, 2007
        • Table Hispanic Immigrants by National Segment and Year of Entry, 2007
      • Use of the English Language
        • Table English-Language Capabilities of Hispanics 5 Years Old and Over, 2007 (in thousands)
        • Table Language Capabilities of Native-Born Hispanics 5 Years Old and Over, 2007 (in thousands)
        • Table Language Capabilities of Foreign-Born Hispanics 5 Years Old and Over, 2007 (in thousands)
        • Table Number and Percent of Hispanics 5 Years Old and Over Proficient in English Language by National Segment, 2007
        • Table Major Hispanic Markets Ranked by Percent of Population Five Years Old and Over Speaking Spanish at Home, 2007
    • Profiles of Hispanic National Segments
      • Mexicans
        • Table Metro Areas Ranked by Size of Mexican Population, 2007 (in thousands)
        • Table Profile of the Mexican Segment of the Hispanic Market
      • Puerto Ricans
        • Table Metro Areas Ranked by Size of Puerto Rican Population (in thousands)
        • Table Profile of the Puerto Rican Segment of the Hispanic Market
      • Cubans
        • Table Metro Areas Ranked by Size of Cuban Population (in thousands)
        • Table Profile of the Cuban Segment of the Hispanic Market
      • Salvadorans
        • Table Metro Areas Ranked by Size of Salvadoran Population (in thousands)
        • Table Profile of the Salvadoran Segment of the Hispanic Market
      • Dominicans
        • Table Metro Areas Ranked by Size of Dominican Population (in thousands)
        • Table Profile of the Dominican Segment of the Hispanic Market
      • Guatemalans
        • Table Metro Areas Ranked by Size of Guatemalan Population (in thousands)
        • Table Profile of the Guatemalan Segment of the Hispanic Market
      • Colombians
        • Table Metro Areas Ranked by Size of Colombian Population (in thousands)
        • Table Profile of the Colombian Segment of the Hispanic Market
    • Core Values of Hispanics
      • Personal Values
        • Table Attitudes toward Life, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Family and Friends, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Indulging Children, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Work and Money, Hispanics vs. Non-Hispanics by Age Group and Gender
      • Attitudes toward Religion
        • Table Attitudes toward Religion, Hispanics vs. Non-Hispanics by Age Group and Gender
      • Political and Social Values
        • Table Political Affiliation, Hispanics vs. Non-Hispanics by Age Group
        • Table Selected Political Opinions, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Recycling, Hispanics vs. Non-Hispanics by Age Group and Gender
  • The Hispanic Consumer: A Generational View
    • How Hispanics Manage and Spend Money
      • Personal Finances
        • Table Use of Banking Services, Hispanics vs. Non-Hispanics by Age Group
        • Table Methods Used to Pay Bills, Hispanics vs. Non-Hispanics by Age Group
        • Table Type of Credit Card Used, Hispanics vs. Non-Hispanics
        • Table Percent with Loans, Hispanics vs. Non-Hispanics by Age Group
        • Table Banks Used in Last 12 Months, Hispanics vs. Non-Hispanics
        • Table Percent with Insurance Policies by Type of Policy, Hispanics vs. Non-Hispanics by Age Group
        • Table Types of Investments Owned, Hispanics vs. Non-Hispanics
        • Table Percent Sending Money within and outside the United States in Last 12 Months, Hispanics vs. Non-Hispanics by Age Group
        • Table Methods Used by Hispanics Sending Money in Last 12 Months
      • Shopping Behavior
        • Table Attitudes toward Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender I really enjoy any kind of shopping
        • Table Frequency of Shopping, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Percent Shopping at Home Electronics, Home Furnishing and Houseware and Home Improvement Stores in last 3 Months, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Shopping as a Social Event, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Impact of Children on Consumer Behavior, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Sales and Bargains, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Impact of Incentive Offers, Hispanics vs. Non-Hispanics by Age Group
        • Table Consumer Autonomy, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Interest in Buying Environmentally Friendly Products, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Department/Discount Stores Shopped in Last 3 Months by Men, Hispanic vs. Non-Hispanics
        • Table Department/Discount Stores Shopped in Last 3 Months by Women, Hispanic vs. Non-Hispanics
        • Table Attitudes toward Online Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender
      • Consumer Expenditure Patterns
        • Table Characteristics of Consumer Units, Hispanic Consumer Units vs. Non-Hispanic Consumer Units
        • Table Expenditures of Hispanic Consumer Units as Percent of After-Tax Income
        • Table Consumer Expenditures Categories for Which Hispanics Spend More than Non-Hispanic Consumer Units
    • Highlights of Consumer Behavior
      • Fashion and Personal Care
        • Table Attitudes toward Fashion, Hispanics vs. Non-Hispanics by Age Group and Gender I like to keep up with the latest fashions
        • Table Shopping for Clothes, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Clothing Items and Accessories Bought in Last 12 Months by Men, Hispanic vs. Non- Hispanic
        • Table Clothing Items and Accessories Bought in Last 12 Months by Women, Hispanic vs. Non-Hispanic
        • Table Purchase of Children's Clothing, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Use of Personal-Care Products by Men, Hispanic vs. Non-Hispanic Product Hispanic Non-Hispanic
        • Table Use of Personal-Care Products by Women, Hispanic vs. Non-Hispanic Product Hispanic Non-Hispanic
      • Eating at Home
        • Table Attitudes toward Dieting, Hispanics vs. Non-Hispanics by Age Group and Gender Most of the time I am trying to lose weight by dieting
        • Table Cooking at Home, Hispanics vs. Non-Hispanics by Age Group and Gender The kitchen is the most important room in my home
        • Table Attitudes toward New Food Products, Hispanics vs. Non-Hispanics by Age Group and Gender I like to try out new food products
        • Table Percent Eating Frozen and Pre-Cooked Meals, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Eating Habits, Hispanics vs. Non-Hispanics by Age Group and Gender I often snack between meals
      • Health and Wellness
        • Table Attitudes toward Taking Care of Personal Health, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Medical Professionals Consulted in Last 12 Months, Hispanics vs. Non-Hispanics by Gender
        • Table Use of Medications, Hispanics vs. Non-Hispanics by Gender
        • Table Attitudes toward Brand-Name Medications, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Impact of Pharmaceutical Ads, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Willingness to Pay for Medications, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Alternative Medicine, Hispanics vs. Non-Hispanics by Age Group and Gender
    • How Hispanics Spend Leisure Time
      • Overview
        • Table Participation in Leisure Activity/Hobby in Last 12 Months by Men, Hispanic vs. Non-Hispanic
        • Table Participation in Leisure Activity/Hobby in Last 12 Months by Women, Hispanic vs. Non-Hispanic
        • Table Favorite Sports of Men, Hispanic vs. Non-Hispanic
        • Table Favorite Sports of Women, Hispanics vs. Non-Hispanics
      • Consumer Electronics and Home Entertainment
        • Table Ownership of Selected Consumer Electronic Products, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Ownership of TV Sets, Hispanics vs. Non-Hispanics
        • Table Ownership of Cellphones, Hispanics vs. Non-Hispanics by Gender
        • Table Long Distance Telephone Calls, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Profile of Home Computer Ownership and Usage, Hispanics vs. Non-Hispanics by Age Group
        • Table Impact of Internet on Lifestyle, Hispanics vs. Non-Hispanics by Age Group and Gender The Internet Is my prime source of entertainment
        • Table Frequency of Internet Usage, Hispanics vs. Non-Hispanics by Age Group
        • Table Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic
        • Table Online Activities of Women in Last 30 Days, Hispanic vs. Non-Hispanic
        • Table English-Language Websites Visited in Last 30 Days by Men, Hispanic vs. Non-Hispanic Hispanic Non-Hispanic
        • Table English-Language Websites Visited in Last 30 Days by Women, Hispanic vs. Non-Hispanic Hispanic Non-Hispanic
      • Going Out
        • Table Attendance at Live Entertainment Events in Last 12 Months, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Movie Attendance, Hispanics vs. Non-Hispanics by Gender and Age Group
        • Table Attitudes toward Fast Food, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Fast Food Restaurants Visited the Most, Hispanics vs. Non-Hispanics
        • Table Family Restaurants Visited the Most, Hispanics vs. Non-Hispanics
    • Media and Advertising
      • Print Media
        • Table Attitudes toward Print Media, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Favorite English-Language Magazines of Men, Hispanic vs. Non-Hispanic by Age Group
        • Table Favorite English-Language Magazines of Women, Hispanic vs. Non-Hispanic by Age Group
      • Television
        • Table Attitudes toward Television, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Access to Cable TV, Hispanics vs. Non-Hispanics
        • Table Premium Cable Channels Currently Have, Hispanics vs. Non-Hispanics
        • Table English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs, Non-Hispanic
        • Table English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic
        • Table English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs. Non-Hispanic by Age Group
        • Table English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic by Age Group
      • Radio
        • Table Attitudes toward Radio, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Most Popular Radio Formats of Men, Hispanic vs. Non-Hispanic
        • Table Most Popular Radio Formats of Women, Hispanic vs. Non-Hispanic
      • Digital Media
        • Table Impact of Internet on Traditional Media Usage, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic
        • Table Online Activities of Women in Last 30 Days, Hispanic vs. Non-Hispanic
      • Receptivity to Advertising
        • Table Attitudes toward Advertising, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Effectiveness of Television Commercials, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Attitudes toward Advertising to Kids, Hispanics vs. Non-Hispanics by Age Group andGender
        • Table Effectiveness of Out-of-Home Advertising, Hispanics vs. Non-Hispanics by Age Group and Gender
        • Table Effectiveness of Product Placement, Hispanics vs. Non-Hispanics by Age Group and Gender
  • Addresses of Selected U.S. Hispanic Market Resources

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